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Infographic Can B2B Marketers Show ROI?
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Transcript of Infographic Can B2B Marketers Show ROI?
The 3 keys to improving MPM capabilities:
3Improve datamanagement in orderto achieve betterinsight
2Assign rolesand responsibilitiesto embed MPMthroughout marketing
1Ensure that metricsand KPIs are alignedto strategic goals
Interested in the ROI of marketing?Download our ROI Kit at:
spotONvision is a B2B marketing agency with a strong and proven track record in helping marketing professionals drive strategy and pipeline growth. With a dedicated passion for B2B marketing, a vast knowledgeof the buying process, content marketing and technology, spotONvision believes in customer-based and holistic marketing. By bringing strategy, execution and technologies together, spotONvision helps customers increase the value of marketing in their organisation. ©
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Knowledge
21%
Funding
21%
Technology
16%
Capacity
11%
The challenges that most marketers run into tend to be:
Culture
32%
Companies with a lower maturity lack insights into lead generation from:
37%Online 44%In-person Teleprospecting
Cold calling andqualifying opportunities
via telephone
Networking events, exhibitions and
round tables
50%
Online advertising, websites, social media,
webinars, SEO, email, etc.
Companies with higher maturity levels show:1. Clear budgeting structure to connect spending to results2. More focus on online marketing3. More experience in using marketing automation4. Top-level management involvement
4
1 2
3
The current state of B2B firms in The Netherlands by industry
5. Closed loop4. Pro-active3. Standardised2. Ad hoc1. Nonexistent
Framework
Processes and metricswhich connect marketingperformance to companyobjectives
Average
3TOPIT 4.2
Technology 4.0Utilities 3.8
1 2
5. Predictive4. Integrated3. Standardised2. Ad hoc1. Nonexistent
Reporting
Dashboards andreports marketersuse to showresults
IT 3.6Utilities 3.5Financial services 3.4
3.4 3.0
AverageAverage
MPM is top of mind today
B2B marketers now have more tools available than ever beforeto prove added value.
The challenge
B2B firms struggle with taking MPM to the next level and prove that marketing is a vital part of the enterprise.
Can B2B MarketersShow ROI?A study on the status of B2B MarketingPerformance Management (MPM) in The Netherlands